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问题 单项选择题

某移动通信公司2001年冬在广东试点新的移动通讯品牌，名为M，定位在“没钱又想时髦”的年轻人(15～25岁)，初始重心是“批量短信优惠”，把“短信”发展为第五媒体。取得成功后，该公司2003年春将“M”推向全国，欲将其打造为与N品牌并列、但专为年轻时尚人士量身定制的移动通信品牌。该品牌定位为“时尚、好玩与探索”，并设计了学生、时尚办公和娱乐套餐。
据公司调查，中国父母对独生子女的“补贴”可观。M推广活动在高校密集区以学生为主，许多高校后勤部门成为其合作伙伴。M分段推广主题：2003年春推出“我的地盘听我的”；夏秋推出“玩转年轻人的通信自治区”；2003年秋～2004年春推出“就在M亮出特权身份”；2004年秋推出“玩转到积极追求创业理想”。终端有营业厅、品牌店、加盟店和授权店等。代言人是某著名歌星。
该公司通过设立俱乐部、M专线和网站、发行M杂志、组织M夏令营、万名大学生街头舞蹈表演和会员聚会，使其成员可以最先听到某歌星的歌曲，以优惠价买到其演唱会门票。为维系年轻人忠诚度。在大学生返校高峰，该公司的一些地区公司在火车站免费接M学子，与麦当劳联合推出“M套餐”(优惠6.5元/套)。
该品牌推出16个月后。据调查，M目标受众品牌知名度为80%，美誉度73%。总客户数达2000万人。

某移动通信公司在推行M品牌过程中，主要受( )影响。

A．生产观念

B．产品观念

C．推销观念

D．市场营销观念

答案

参考答案：D

解析： 本题所考查的考点是市场营销观念。生产观念是企业在卖方市场的条件下产生的，这种观念的核心思想是企业能生产什么，就销售什么。产品观念则认为，只要产品好，自然有人要，用户喜欢质量上乘、性能优良、富有特色的产品。推销观念队为，企业必须大力开展推销和促销活动。只要企业努力推销，顾客就会更多地购买该产品。市场营销观念认为，要想实现企业的目标，关键在于满足目标市场的需求，消费者需要什么产品，企业就应该生产并销售什么产品。可以看出，某移动通信公司在推行M品牌过程中十分重视目标市场——年轻时尚人士，并根据其消费需求进行营销活动，“法律”教育网;整理这属于典型的市场营销观念，正确答案是D.

填空题

Happy Customers: Matter of Honor among Japanese


In an age when personal service as a significant aspect of merchandising is dying out in the Untied States, Japan clings tenaciously to it. Service is viewed by people in Japan not as a luxury, but as an essential ingredient for the success of individual companies and the Japanese economy as a whole.
Americans who move to Japan never get used to the range of services and courtesies taken for granted here. (1)
Supermarket check-out counters have two or three people ringing up and bagging groceries. Some stores deliver, with each bag arriving neatly stapled closed. (2)
Television shops normally send a technician to install and fine-tune a newly purchased set. (3) Car salespeople are known to bring new models around to customers’ homes for test drives and loaners are available for people whose cars are in for repairs.
There are no limits to what is home-delivered — video movies, dry cleaning, health foods, rented tailcoats (this last one requires tow visits from the sales staff, first for a fitting, second for delivery of the altered and freshly pressed garment). (4)
Japanese barbers often give back massages as part of an ordinary haircut. (5)
Department stores seem to have twice, if not three times the floor staff of American ones. (6) Upscale customers don’t have to come in at all — the goods are taken to their homes for display and selection.
Perhaps the darkest spot on personal service in Japan is how remarkably impersonal it can be. Everyone is treated exactly alike. (7) After a month’s stay in a hotel, guests may find the staff still has no idea who they are.
Still, the Japanese view service as the glue that holds commercial relationships together. If the correct personal contact and follow-up come with the first sale, a second is sure to come. Market share and loyal customers are the first goal, not short-term profit. (8)
A. The technician will rush back if anything goes wrong.
B. If they remove a customer’s eyeglasses, they may polish the lenses before returning them.
C. Employee’s cheery greetings and directions, in fact, are often memorized from a company manual.
D. Many stores wrap everything they sell.
E. Service may cost but it helps ensure these more important objectives.
F. Dry ice is inserted alongside the frozen foods to ensure that they don’t spoil on the way.
G. Office deliveries are common, too, especially of lunch.
H. To those old enough to remember how things used to be at home, life can bring on twinges of nostalgia.
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单项选择题

杆件是指其（）远大于其截面尺寸的构件。

A.宽度

B.长度

C.直径

D.横截面
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